Lots of local chambers stage food-tasting events where visitors can sample platters from area restaurants. The goal is to get new customers at the local eateries. Trouble is, who knows if it works?

The Irwindale Chamber of Commerce has found a way to guarantee more patrons at local restaurants: It stages an annual World of Food Poker tournament, where players have to visit restaurants ahead of time to pick up their chips.

“Those taste-of events are nice, but often people don’t follow through and eat at the restaurants,” said Lisa Bailey, chamber president. “This not only gets people to eat at local restaurants, but also to visit as many restaurants as possible.”

Here’s how it works: During the six weeks leading up to the Texas hold ’em-style tournament, about 15 participating restaurants offer poker chips – and a free beverage – for each entrée ordered. The more restaurants players visit, the more chips they pick up; if someone visits five or more participating restaurants, they get bonus points.

They then use their chips and bonus points at the tournament at the local MillerCoors – with lots of beer courtesy of the brewery. This year’s tournament, the fifth, is Oct. 4; players can start collecting their poker chips Aug. 22.

Local restaurant owners look forward to the tournament.

“We’ve had many people who come into our restaurant for the first time to pick up their poker chips and then they go on to be regular customers year-round,” said Don Hiti, co-owner of Canyon City Barbeque.

It’s a kick for the players, too. The last two years, the grand prizes have been Rose Bowl game tickets, Rose Parade seats and memorabilia related to it.

“It’s so much fun to try new restaurants,” said Dawn DeVroom, chief executive of local auto repair shop Arrow Automotive Services.

Much to her surprise, DeVroom won last year’s card game.

“I only participated to be part of the group with my employees and their friends. I never expected to win,” she said.

– Howard Fine